Glam Media, an ambitious women's network that breaches both online and traditional media, has acquired AdaptiveAds, a display ad targeting/optimization startup based in Mumbai.
The technology will be incorporated into Glam Media's Glam Media Evolution brand platform.
"AdaptiveAds supercharges Glam Media’s brand engagement technology, delivering insight into how ads behave with different audiences and giving brands the ability to dynamically act based on this knowledge," said Chairman/CEO Samir Arora of Glam Media.
AdaptiveAds' ad serving platform was renamed GlamAdapt, which makes real-time ad serving and targeting decisions on behalf of brand clients. It also provides vertical and "passion group" based analytics.
An additional offering, GlamAdapt BrandWords, will enable users to target certain audiences, contexts, sites, and behavior, with additional tools for ever-evolving premium placement. For example, a makeup advertiser can select "Women 24-40, Fashionista, Beauty, At Home and Above the Fold" for a product campaign.
Financial terms of the liaison were not disclosed, but AdaptiveAd was reportedly shopping for Series B funding of between $25 million and $40 million at the time Glam purchased it, TechCrunch reports.
The new parent will absorb 20 employees from the AdaptiveAds end. Its US-based employees will join Glam's ad products team in Brisbane, CA. Glam will also open an office in Mumbai, and an engineering presence in Pune.
The company penetrated Germany last year with the acquisition of Munich-based Codex Media. Prior to that, it acquired Monetise, signifying its foray into the UK.
At the time, Glam expressed its intentions to spread to the rest of Europe, then China and India before 2010.
Last year Glam and its affiliate network enjoyed the second-fastest audience growth, according to comScore's list of top 100 web properties. It also served about 2.1 billion ad impressions per month, making it the ninth-largest display ad publisher.